Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Gum in Nigeria

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Executive Summary

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TRENDS

Gum registered a 15% increase in retail current value sales in 2017. This reflecting the improvement in the category, following a 3% decline in 2016, when higher prices and weaker purchasing power caused by economic recession pushed down the demand for snacks. In particular, strong competition and a wide diversity of brands, many of which are relatively new, offered consumers a good range of products to choose from, including a diversity of flavours and pack sizes.

COMPETITIVE LANDSCAPE

William Wrigley Jr remained the leading player in gum with a 42% share of retail value sales in 2017. The company offers a wide range of well-known brands, such as Orbit and Wrigley’s, which are widely available in retail outlets. Its aggressive marketing, such as point-of-sale labelling and kiosk branding, has also helped to ensure good visibility for its brands.

PROSPECTS

Over the forecast period, gum is predicted to see a 4% retail value CAGR at constant 2017 prices, which is an improvement on the negative review period CAGR. The expected improved performance is being driven by the growing population of young consumers, strong competition leading to the introduction of novel and affordable products and intense marketing and wider distribution by manufacturers and importers.

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